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UX Approach to Marketing Design: Lessons From IKEA

by Daryna Moskovchuk
5 min read
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In today’s digital age, where consumers are inundated with so many choices, standing out in the market has become more difficult than ever. So how can companies create more engaging and effective campaigns? Integrating UX principles into marketing design.

Amidst this fierce competition, the user experience (UX) approach has become a powerful tool for marketers to attract, retain and convert customers. Let’s explore how UX-centric thinking can take your marketing strategy to new heights.

Understanding UX Design in Marketing

UX design is about understanding user needs, behaviors, and preferences in order to create a seamless and enjoyable experience. Although UX principles are traditionally associated with product development, they are equally applicable to marketing design. In marketing, UX design involves creating intuitive, effective, and compelling interactions and touchpoints across platforms and channels.

We can say that UX design is like a superhero breaking through the fast-paced digital jungle and getting your message through the noise. It’s all about creating an experience that users not only love but crave.

Integrating UX Principles into Marketing Design

1. User-Centricity

What is this principle about? 

The foundation of UX design lies in empathizing with users and tailoring experiences to meet their needs effectively. By putting the user first, marketers can create campaigns that resonate with their audience on a deeper level.

Implementation: User Research

Conduct research to understand the target audience’s demographics, preferences, and behaviors. Use tools such as surveys, interviews, and analytics to gather insights into user needs. By empathizing with users and tailoring experiences to meet their needs effectively, marketers can create campaigns that resonate on a deeper level.

2. Simplicity and Clarity

What is this principle about?

In a cluttered digital landscape, simplicity is key to capturing users’ attention. Marketing materials should convey messages clearly and concisely, avoiding unnecessary complexity.

Implementation: Wireframing and Prototyping

Visualize the user experience through wireframes and prototypes before finalizing designs. Solicit feedback and conduct usability testing to ensure messages are conveyed clearly and concisely, avoiding unnecessary complexity in marketing materials.

3. Consistency Across Channels

What is this principle about?

A cohesive brand experience builds trust and credibility. Whether a user interacts with a brand through a website, social media, or email, the experience should feel consistent and coherent.

Implementation: Persona Development

Create user personas based on research findings to guide decision-making throughout the design process. This helps maintain a cohesive brand experience, ensuring that interactions through websites, social media, or email feel consistent and coherent.

4. Emphasis on Usability

What is this principle about?

Marketing assets should not only be visually appealing but also functional and easy to use. Marketers should optimize layouts, navigation, and calls-to-action to guide users smoothly through their journey.

Implementation: Responsive Design

Ensure marketing materials are optimized for various devices and screen sizes to provide a seamless experience across platforms. By optimizing layouts, navigation, and calls-to-action, marketers can guide users smoothly through their journey.

5. Feedback and Iteration

What is this principle about?

The UX design process is iterative, involving continuous testing and refinement based on user feedback. Marketers should gather data and insights to evaluate the effectiveness of their campaigns and make informed decisions for optimization.

Implementation: A/B Testing

Experiment with different variations of marketing assets to optimize elements such as headlines, images, and calls-to-action based on real user data. Continuous testing and refinement based on user feedback allow marketers to make informed decisions for optimization, enhancing the effectiveness of their campaigns.

Case Study: UX Approach to Marketing Design at IKEA

IKEA, a global leader in furniture retail, embarked on a strategic initiative to enhance their digital marketing design with a strong emphasis on user experience (UX). The goal was to leverage UX principles to improve customer engagement, increase online sales, and reinforce brand loyalty in a competitive market.


  1. Diverse product range: IKEA offers a wide array of products from furniture to home accessories, posing a challenge in presenting cohesive and intuitive product navigation.
  1. Global audience: Serving a global customer base with varying cultural preferences and shopping behaviors required localized and personalized UX solutions.
  1. Omni-channel presence: Balancing consistency across online platforms (website, mobile app) and physical stores while maintaining a seamless user experience.

The Approach

To tackle these challenges, IKEA adopted a multi-faceted approach, beginning with user-centered design research. They conducted extensive ethnographic research, usability studies, and surveys to delve deep into customer behaviors, pain points, and preferences across different demographics and geographies. This thorough research helped them develop detailed user personas, highlighting key motivations and shopping patterns.

With a clearer understanding of their users, IKEA set out to redesign their information architecture (IA). The goal was to streamline the website’s IA to improve product discoverability and navigation. By implementing user feedback and conducting usability testing, they validated the necessary changes. Card sorting exercises and tree testing were employed to ensure intuitive categorization and navigation paths, making it easier for customers to find what they needed.

Responsive and accessible UI design became another critical focus. IKEA’s UX designers and accessibility experts collaborated closely to create a visually appealing, responsive, and accessible interface across all devices. Recognizing the shift towards mobile shopping, they adopted a mobile-first approach to cater to the increasing number of mobile users.

Personalizing the customer journey was also paramount. By implementing personalized recommendations and content based on user behavior and preferences, IKEA aimed to enhance engagement and cross-selling opportunities. A/B testing and analytics were utilized to optimize marketing messages and user flows for different customer segments, ensuring a tailored experience for each user.


1. Enhanced User Engagement. Increased average session duration and page views, indicating improved user engagement with the redesigned interface and personalized content.

2. Improved Conversion Rates. Conversion rates saw a significant uplift as a result of simplified navigation, enhanced product information, and personalized recommendations.

3. Global Accessibility and Localization. Successfully localized digital experiences to cater to diverse global markets while maintaining a consistent brand identity and user experience.

4. Brand Loyalty and Customer Satisfaction. Strengthened brand loyalty through improved customer satisfaction scores and positive feedback on the enhanced digital shopping experience.

5. Competitive Advantage. Gained a competitive edge in the furniture retail industry by offering a superior online UX/UI design that seamlessly integrates with the in-store experience and enhances customer satisfaction.

By adopting a comprehensive UX approach to marketing design, IKEA successfully transformed its digital presence, delivering a cohesive and user-centric experience across multiple channels. The integration of user research, personalized content strategies, and iterative design improvements not only increased online sales and customer engagement but also reinforced IKEA’s position as a global leader in furniture retail. This case study illustrates the importance of UX in driving business success and customer satisfaction in a competitive retail landscape.


As a brand designer, I firmly believe that integrating UX principles into marketing design is not just a trend, but a strategic imperative. In today’s saturated digital landscape, brands need to go beyond superficial engagement and focus on creating meaningful connections with their audience. By adopting a user-centric approach and prioritizing simplicity, consistency, and usability, marketers can cut through the noise and deliver experiences that truly resonate with their customers. Furthermore, embracing feedback and iteration allows brands to stay agile and responsive to evolving consumer preferences, ensuring long-term success in an ever-changing marketplace. In essence, UX design isn’t just about aesthetics; it’s about creating experiences that leave a lasting impression and drive meaningful business results.

post authorDaryna Moskovchuk

Daryna Moskovchuk, Brand Designer at OneReach.ai. With a passion for blending artistry and strategy, I specialize in creating compelling visual identities and brand systems that resonate deeply with audiences. My mission is to empower companies through unique design that leaves a lasting impression and drives meaningful connections. 

Ideas In Brief
  • The article delves into how integrating UX principles into marketing design can enhance customer engagement and drive business success, using IKEA’s approach as a case study.

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